You can find out what works by running the campaigns for a week with very
small budgets. In my opinion, below $3 per day is too small, but $10 a day is
too large. The more you spend the more information you’re going to get, but
about $5 a day for a week should get you enough information to determine if
a particular video or ad copy is working for you.
Data to Check on Ads ManagerYou can determine whether an ad is working for you just by looking at a few
parameters. The main ones to check are:
● Amount spent
● Impressions
● Clicks (or installs or page likes)
● Cost per result
You will want to know the click-through rate as well. This is simply
clicks/impressions * 100. You can compare click-through rates between
various ad campaigns and determine which ones are working and which ones
are not working as far as generating the response to go to your site or page, to
take that initial step of taking action.
Of course, cost per result is an important parameter. If you are in a new
business, and you really don’t know the lifetime value of a customer, then
you’re not really going to be sure if a given cost per result is acceptable or
not, however, what you can do is compare across ad campaigns to see what’s
working.
Now if you go to the Columns button and select Delivery, you can get the
cost per 1,000 impressions of the ads. It's important to compare this cost
across campaigns as well. However, note that one impression doesn’t mean
one person. The number of people is given by Reach. Some people might get
more than one impression for whatever reason.
Another parameter to look at is Columns ??Engagement. This will let you see
the cost per click. Targeting and Creative will bring many of these measures
together in a single display, showing you the cost per result, cost per 1,000
impressions, click through rate, and cost per click.
Even if you set up all your ads with the same exact budget – and that is what